These days it seems that everyone from the Royal family to the bloke down the pub has their own website. If you are suffering from website envy and think it’s time you made your presence felt online, you might be pleasantly surprised by just how easy it is.

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A common belief is that search engines like Google make specific web addresses, that is, Internet domain names, relatively unimportant. “That is not true,” asserts psychologist Susan D. Griffith, Ph.D. “As in other areas of branding, names are everything, and memorable names on the Internet are more important than ever before.”

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You’ve probably heard that «all the good domain names are taken», but that’s just not the case. However, domain names are getting longer and harder to read at a glance. Make your site’s URL easy for visitors to read and remember by emphasizing it online and in your printed literature.

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Your domain name is a crucial part of your site promotion strategy. It’s in search engines, directories, parts of links from other sites, on your business card, and all over your print advertising. So what would happen if you lost it? The price could be quite high – in both time and money – to get it back.

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Your site’s up and running, so you don’t need to worry about your domain name, right? Think again. A few simple rules can help you get more value out of your site’s address.

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Many webmasters avoid using hyphens in domain names because visitors might get confused and enter the wrong URL. But some promotion experts claim that the potential for search engine success makes the hyphens worth the risk.

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As the Internet becomes more and more commercialized, turf wars over domain names and uses of trademarked names on the web have become commonplace. With the advent of the Anticybersquatting Consumer Protection Act and the implementation of the Uniform Dispute Resolution Policy (UDRP) by the Internet Corporation for Assigned Names and Numbers (ICANN), trademark owners have taken domain name speculators, cybersquatters and even good-faith domain name users to court and to arbitration to determine trademark rights.

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